Churches often rush into a new technology before considering all of the financial and human resource implications, not to mention the impact on the church’s members and guests. Before you jump into a half-cocked web strategy and solution, DC wants you to step back and think about six critical focus areas to expanding your web impact.

Value Your Web Presence More Than EverThe digital age has transformed how generations connect today. It’s common for people to have multiple devices that keep them connected to everything they want online. People are wired like never before. It’s time for organizations to have a stronger, more strategic web presence than ever before. Anything short of that will devalue your brand, limit your reach, and stymie effectively communicating your mission and impact. Be a fierce advocate for a stronger web presence birthed out of clear vision, solid strategy, greater investment, and creative risk taking. Dream boldly and you’ll be satisfied with your return on investment

Be Strong in the Right Areas
There are so many facets to creating relevant web sites today. Branding, content, media, blogs, delivered content, calendars. It should be your goal to be good in all of these areas. But what are you going to be great at with your online presence?

Don’t be…

+ the strong leader who has the terrible blog platform, + the dynamic teacher who has an undervalued media section, + the church with an amazing mission, yet underdelivers in communicating that mission to the world, or + the church that prides itself on guest experiences, yet has an uninspired or unimaginative presentation to guests online.

Underscore the critical areas that your web site needs to excel in, and seek the platform and strategy that will help you be great instead of pretty good. What facet of your website are you going to prioritize so its more valuable and desirable than ever to your members, guests, and the community?

Integrate your Website and Social Networking
In most instances, organizations are still trying to figure out how social networking figures into their communication and online strategy. We see many organizations that treat social networking and their web presence as two different worlds. Facebook and Twitter should be viewed as light communication platforms that can lead to deeper connection points within your website. It’s critical that messaging in the Facebook and Twitter communities connect back to your website whenever possible. Your website should be positioned as a content aggregator comprised of all of your resource, media, blog posts, and content assets. It will always house valuable content, but make sure you utilize Facebook and Twitter to proactively leverage and broadcast content and conversation that leads to deeper, meaningful connection points at your site.

Think Efficiency
Web editing tools (CMS) are simply smarter than they were five years ago, frankly, even just one year ago. Web technology is changing fast and getting stronger without getting overly complex. Your next generation website should allow you to deliver content smarter and more efficiently than ever before. We know your time is valuable, you cannot continue to use dated web platforms and strategies that do not offer you measurable improvements in time management. Additionally, a smarter CMS should allow you to automatically deliver content and automatically populate content areas so you are doing more with content without expending extra time and energy.

Don’t Settle
We believe in excellence. Don’t settle for a mediocre web presence. The stakes are too high and your audiences are unforgiving when a website does not meet their expectations. We’ve seen many organizations opt for an easy approach to their website and take confidence in the fact that “it was easy.” Easy can also translate into shallow. Whatever happened to “nothing good ever comes easy?” Some organizations need an easy web solution, some organizations would be misrepresented with an easy web solution. You will not advance your web mission or connect with more people with a website that takes two hours to develop. Take a look at any organization that is leading the web charge and you will not see them taking the easy way out in creating their site. Don’t get me wrong, there should be aspects of your website that are made easy, but don’t compromise depth and impact in the name of easy. Too often, an easy website equates to “brochure ware to end users.” Don’t settle, invest for greater impact.

Commit to Sticky
You have to know what your audience wants and commit to providing it consistently and better than ever before. This means . . .

+ If you blog, how can make it more compelling and attention grabbing? + Easy functionality for end users like online giving, registration and event calendar are convenient elements to a website. How can you improve those offerings to repeatedly connect with more of your audience? + How can you make it easy for more people to connect to your sermon media and consequently utilize that ministry tool for greater impact and reach? + How are you using smart delivery tools like RSS feeds, email subscriptions, and social media to grab the attention of those you are trying to connect with?

An effective web strategy must prioritize the stickiness factor.

Remember, the first frontier in connecting with new people today will likely be online. Additionally, more people can be online advocates of your organization than ever before… so where can they point a friend or follower? What will happen when they follow the trail of your digital conversations and experiences?

We’ve seen many organizations miss the mark because of haste or simply not valuing the strategy and planning part of web development. Thoughtful, strategic planning on the front-end will boost your online ministry reach. Count on this, lack of planning will ensure greater disconnect with those with whom you are trying to build relationships. At DC, we can help you plan, strategize, and design a web presence that will be more effective, efficient, and impacting for your church.

As I sat and looked around their restaurant, I was struck by the distinctive culture and experience they are building. Environment, communications, and personalities were in synch. Very impressive… creative brand positioning across the board.

I was intrigued enough to do a google search once back at the office. I found an interview with a Regional Director of Chipotle on how they are trying to build the brand and build awareness. Here’s what Phil Petrilli had to say:

“Word of mouth gives us some of our best marketing,” says Petrilli. (Chipotle does not advertise on television.) “When people understand what we’re doing, why it makes a difference and why it makes the food taste better, they’re excited and want to tell others about it.”

Churches. Ministries. Non-Profits. Word of Mouth… This is your Number One Marketing and Outreach Tool. Sadly, it’s often overlooked and underprioritized. Just like Chipotle, encourage your organization to build a marketing culture built on people telling your story to others. Coach them on what to say if they don’t know how to say it. (Hint: your mission would be an obvious start point or simply the difference it is making in people’s lives). It has been and always will be the most effective way for you to get the word out. (And let’s not forget about the ease and multiplied reach of people sharing within their online networks.)

IMPORTANT REMINDER: You are making a difference in people’s lives. You are a part of changing the world with the message of Hope. Let this simple messaging become viral within your tribe and you’ll be amazed at your return on investment. I hate that a burrito restaurant had to serve as my reminder here. Kudos to Chipotle for making it a priority and expanding the reach of their brand.

BTW, nice napkins Chipotle (see above pic). Clever and deliberate to their brand… just like everything else I experienced while enjoying a mighty fine burrito.

Mobile internet usage is projected to be higher than desktop internet usage in 2015. We all know the smartphone movement is turning communications and connectivity upside down. Here’s a great infographic that takes a closer look at the numbers behind the Mobile Revolution…

Consider the elements of change over the last three years that have impacted the local church. Recession. New Economy. Social networking. Technology. Environmental disasters. Budgets. Downsizing…

Change causes leaders and organizations to adjust their focus to reflect a new vision or renewed purpose. Recalibrating a brand by making precise adjustments is critical to placing you and your organization on the same vision pathway.

Examples of Recalibration:

+ Apple was in the shadows of Microsoft and the PC era for years and consequently a company struggling for market share. Through a renewed focus of innovation and design, Apple is now the wealthiest company in the world and has drastically changed the way we use computers, tablets, smartphones, music, video, and the internet.

+ Starbucks over expansion coupled with the economic downturn caused them to recommit to their original passion of simply being “purveyors of the finest coffees”, allowing them to get back to the basics of what made them successful.

+ Campus Crusade for Christ realized their name was a limiter to their mission and vision. In order to connect with younger generations, they embarked on a brand shift by shortening their name to CRU (btw, they may have dropped Christ from the name, but they still have a cross in the logo.)

+ Copperfield Church Houston was healthy in so many ways, but they were restless as a church. They knew God was calling them to do MORE for the Kingdom. They had a renewed vision of MORE people knowing Christ. MORE love given to more people. And, MORE lives changed. Copperfield’s purpose was bigger and more urgent than ever.

Recalibrating a brand allows people to clearly see and understand the direction you’re going. It’s critical to creating buy in and to begin a unified movement.

Recalibrating a brand…

+ is born out of intense passion to make more impact.

+ causes you to see your path more clearly than ever before.

+ creates excitement.

+ creates movement.

+ overcomes obstacles.

+ advances mission and vision.

+ is necessary as people and environments change at warp speed.

+ requires courage.

Seth Godin, author/blogger says “We either ignore your brand or we judge it, usually with too little information”. Are people ignoring your brand? If they judge, what are they saying? Do they have enough knowledge of your brand to want to invest more? Is your brand alive? Or barely breathing?

Ten years ago, recalibrating your brand meant redesigning your logo and print collateral. Today, recalibrating your brand means rethinking your digital presence. People will likely have a digital encounter of a brand (over 95% of the time) before they have a relational encounter. How will people experience your brand online?

Previously in our two-part series on “Four Critical Success Factors to Greater Web Relevance,” we looked at the importance of knowing your web audience intimately and creating a web strategy with focus. The following factors are equally as significant in the minds of your end users and to you as well. As a daily challenge, let’s stop looking at technology and the Internet with fear and trepidation, but rather embrace it as essential to how we do life today. Because web technology is moving so fast, you cannot delay making changes to your online offering. Today, everyone must become faster and earlier adopters of technology and change.

CONTENT. CONTENT. CONTENT.
The days of considering web content as text on a page are long gone. End users expect content in so many different forms. Different demographics prioritize particular types of content over others. The key to remember is that all content you provide is important content. Beyond words on a page, your organization must now consider the content quality of its blog, tweets, Facebook posts, promotions, and video/audio. There is a quality expectation for online content that is higher than ever. Your content must engage and relate to your site’s visitors in ways that earn their trust and respect. People are unforgiving when they conclude content to be irrelevant. The sober reality is that if you are not providing relevant content for your audience, someone else most definitely is. Following are things to focus on to improve the impact of your content…

+ Establish content standards that reflect the level of quality, continuity, consistency, and presentation excellence you and your site’s visitors expect.+ Purge your content to exclude unnecessary volume and mass. Remember the impact of the “less is more” principle. People are moving fast, therefore, your content must be lighter and more on target than ever before.+ Speak in plain English. Be inspired by the simplicity movement in communications… simple, short concepts that avoid sensationalism and wordiness. Focus on succinct, honest communication.

IMPLEMENTING SMARTER WEB TOOLS
Web tools and Content Management Systems (CMS) that you were using just two years ago may be less efficient than newer solutions. In addition, there are so many new platforms to consider (i.e. social media, tablets, smart phones). In working with churches and ministry groups across the country, we see the pattern of churches holding on to their tool set and processes much longer than they should. We understand things are moving fast in the ministry world and to stay current on the latest trends and most relevant tools represents a real challenge. Our biggest disappointment is seeing churches in “the web rut.” They’re stuck or hindered by outdated platforms and strategies rather than being liberated and more productive with today’s best solutions and best practices. If you are using dated tools and methodology with your web site delivery, social media, pushed content, and media, it well be very apparent to your audience. People today are conditioned to seek, scan and quickly discern web relevance or irrelevance. So where do you begin with implementing smarter web tools? Here are a few questions to help you down the path…

+ Do you have a strategy for content management and the platform(s) you are using? Does your staff and congregation clearly understand the strategy?+ Are your content management tools helping or hindering your ability to easily execute your communication strategy? Does your CMS allow you to manage content and content delivery with ease? Is your web tool set increasing your reach and visibility to larger audiences?+ How many people subscribe to your delivered content or follow your organization in social media? Is it static or growing?+ Does your website utilize share tools so more people can distribute your relevant content with their networks?+ Do your web tools account for the growth and user expectations for smartphones and tablets? How effective is your presence with these rapidly growing audiences?

Your website will begin to move in a more targeted direction with greater relevance by prioritizing content, understanding your users’ expectations, executing a web stratetgy based on audience needs and implementing smarter web tools.

Remember, effective web communication doesn’t just happen. And it certainly won’t happen without continual change and an openness to “rethink.”

Right now, the digital movement is allowing organizations to be more effective and targeted, while multiplying its message reach. The stewardship and impact benefits behind the digital movement are exciting to consider. Are you on board? Or, are you watching the digital shift pass you by?

Here’s the latest video installment on the Social Revolution by Socialnomics author Erik Qualman. As with previous video installments… clarifying, thought-provoking, amazing, and maybe a little overwhelming. Well done.

If you think your website should be more effective… the people you are trying to reach couldn’t agree more.

Technology is an integral part of everyone’s daily lives. Corporate America’s M.O. is to remove the stigma of technology by making solutions that are smarter than ever, yet easier for everyone to benefit from. It’s time we stop looking at technology and the Internet with fear and trepidation, and embrace it as essential to how we do life today. Because Internet technology is moving so fast, you cannot delay making changes to your web offering… everyone must become “faster and earlier adopters” of technology change.

We’ve seen many organizations in panic mode because of the state of their website. Unfortunately, panic can lead to overlooking or short-cutting critical steps in creating a relevant web experience. Through our research, surveying, and experience, we’ve found four critical success factors that must be accounted for. Implement these and you’ll have purpose and confidence… overlook them and you’ll have missed targets and poor returns.

1. Know Your Audience… Intimately. Too often we see organizations creating their website from the inside-out, versus from the outside-in. An inside-out approach will always create a disconnect with your audience because you are prioritizing your agenda rather than speaking to their needs. Imagine if corporate America ignored the voice and expectations from their target audience. It’s foolish to produce any resource in a vacuum… websites included.

Audience Questions:
+ What would make the visitor experience unforgettable and not regrettable?
+ What do members and loyal constituents expect to find and want to find at your site?
+ What are their digital preferences? Smartphone user? IPad/tablet user? Email? Facebook or Twitter (or both)? Audio/Video? Blog reader?
+ What is the vocabulary and messaging that is most comfortable for your audience and fits your culture most closely?
+ How can your brand be introduced with greater clarity, quality, and embrace?

2. Build A Web Strategy Around Audience Needs. You now know your audience expectations, now its time to build a strategy that accomplishes your objectives AND theirs. Too often, churches and ministries bypass the strategic aspect of web development and their end solution shows it. Church communications is more strategic to the successful engagement of more people than ever before, yet churches are simply not being strategic. We’ve found strategy creation helps remove the unknowns on so many levels. The digital landscape today is complex. Don’t make it more complex by not having a digital strategy.

Strategy Considerations:
+ How can you advance your mission and vision for greater impact? How can you reach more people?
+ How can you merge your organizational objectives with the expectations of the end user?
+ How can you prioritize your cultural and content assets to build your brand?
+ How can you provide content that is relevant and habit forming?
+ How can you be relevant and consistent on all devices? How can you be relevant and consistent in social media?
+ What are industry leading technologies and third-party integrations that can be easily implemented into your site? What content management system fits your budget and the way you communicate? Vimeo or YouTube? Podcasts? Social media? Registration? Online giving and e-transactions?

NEXT POST: Part 2 of 2 on Four Critical Success Factors to Greater Web Relevance?
Content. Content. Content. and Implementing Smarter Web Tools